Ad Council launches new oral health ads

The Partnership for Healthy Mouths, Healthy Lives, a coalition of 36 dental organizations, including CDA, and the Ad Council have launched a new phase of the Kids' Healthy Mouths campaign urging children to brush for two minutes, twice a day.

The second phase features new multi-media public service announcements created to build on the tremendous success of the campaign, launched in August 2012. In addition, to PSAs designed for television, radio, magazines and newspapers, the campaign has developed a new digital media tour, social media plan and partnership with Zooppa to inspire user-generated content.

Released last month, the new PSAs encourage parents and caregivers to make sure children brush for two minutes, twice a day. The humorous ads feature parents trying to teach their children how to cook, ride a bike or use good manners -- lessons that are difficult to accomplish in just two minutes. The new English- and Spanish-language ads show that it is easier to make sure children brush for two minutes, twice a day in addition to directing parents and caregivers to 2min2x.org, which features oral health facts and entertaining two-minute videos for children to watch while brushing their teeth.

Since its launch in 2012, the PSAs have received more than $64 million in donated media nationwide and the website has been visited 1.7 million times. In California, the campaign has received more than $4 million in donated media.

Ad Council surveys indicate parents are reporting improvements in children's brushing habits, with kids more likely to brush twice a day and for two minutes each time. There has also been a significant increase in the percentage of parents who report having recently seen or heard messages about two minutes, twice a day.

CDA is key member of the executive council, which has overseen the development of the research-based messages featured in the Kids' Healthy Mouths campaign. During its October meeting, the CDA Board of Trustees approved $68,000 to be paid over two years to continue to support the oral health literacy campaign. The move is expected to be approved by the House of Delegates this month.

The Kids' Healthy Mouths campaign has a toolkit for dentists to download materials such as fact sheets, posters, videos and social media graphics to share with their patients and communities at 2min2x.adcouncil.org. For more information on Kids' Healthy Mouths, visit cda.org.